Marketing Research - ZR Associates

Our ability to co-ordinate multi-country projects has enabled us to serve clients from the US, Europe and Asia-Pacific region

Qualitative research is our forte.
We do this through:

Areas of research includes:

Advertising & product tests
Positioning tests
Retail outlet assessments
Customer experience reviews
(New) market evaluations
Customer satisfaction/loyalty
Staff attitude studies
Lifestyle studies
Brand image studies
Corporate image studies
Taste tests
Product placement/trial and evaluation
Usage and attitude studies
Concept tests
Packaging tests

Advertising
Airlines
Automobiles
Consumer beverages
Financial Services
Healthcare
Packaged foodstuffs
Information technology
International courier services
Broadcast and print media
Personal care products
Petroleum products
Power generation
Residential property development
Retail design, planning and development
Wireless telecommunications
Travel and tourism
Ground-based transport systems

The abilities of the moderator you choose are one of the factors that determine the quality of your research.

At ZR Associates, our moderators have moderated over 1000 focus groups each, be it adults, teenagers and young children. We know which specific and relevant issues to probe during group discussions. For example, consumers’ perception on a subject matter, which may be a misperception, may be revealed during the group discussions. Our moderators do not correct such misperception - it is the perception of the consumer that counts, not the accuracy.

Our moderators know how to skillfully keep the discussions on track. Because of their abilities and experience, when a difficult situation arises during the discussions, our moderators deftly handle the situation and keep the discussion moving.

Because we are not vested with the outcome of the discussions, our moderators are impartial. But they are also equipped with non marketing knowledge enabling them to understand your business. This enables us to interpret results of the research more effectively.

Not only do we develop meaningful recommendations for you, but our moderators help you formulate the objective of the research, define and select the people who should be included in the discussions and determine the most effective ways to elicit the necessary information from the participants/respondents.

At ZR Associates, our moderators use current and creative research related techniques to work with participants/respondents. Constantly changing business environments are creating new challenges for researchers. Therefore, we stay up to date with the latest techniques, ensuring the research results reflect the unique insights of consumers’ opinions, perceptions and attitudes.

A focus group is a form of qualitative research in which a group of people are asked about their attitude towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members. A smaller version of a focus group which normally comprised of 5 or 6 members rather than 7 to 8 members of a focus group. Two group discussions with the same participants that are separated by a period of time. These respondents are usually given products for them to sample. They then are invited for another group discussion to provide market researchers with feedback of the trial-product. A type of qualitative research involving an unstructured personal interview with a single respondent, conducted by a highly skilled interviewer. The purpose of in-depth interviews is to understand the underlying motivations, beliefs, attitudes and feelings of respondents on a particular subject. A form of observation study where an interviewer accompanies a respondent (with his/her agreement) as they go shopping. Ethnographic research is conducted in the natural environments (e.g.: homes or stores) where consumers use brands, products, and services. It is most appropriate when marketing researchers want in-depth information about consumers (e.g.: life styles or shopping behaviour) that cannot be adequately explored using traditional survey research techniques.